Ready-to-Drink (RTD) Tea - Eastern Africa

The Ready-to-Drink (RTD) Tea market in Eastern Africa has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for the growth in the RTD Tea market in Eastern Africa is the changing preferences of consumers. As people become more health-conscious and seek out healthier beverage options, the demand for RTD Tea has increased. RTD Tea is often perceived as a healthier alternative to carbonated soft drinks, as it is often made from natural ingredients and contains fewer calories and less sugar. Additionally, the convenience of RTD Tea appeals to busy consumers who are looking for a refreshing drink on the go.

Trends in the market: The RTD Tea market in Eastern Africa has seen several key trends. One trend is the increasing popularity of flavored RTD Tea. Consumers are looking for variety and are drawn to unique and exotic flavors. As a result, manufacturers have been introducing new flavors to cater to this demand. Another trend is the rise of premium RTD Tea products. Consumers are willing to pay a higher price for high-quality teas that offer a more refined taste and experience. This trend is particularly evident in urban areas where consumers have higher disposable incomes.

Local special circumstances: Eastern Africa has a rich tea-growing tradition, with countries like Kenya and Tanzania being major tea producers. This local production has contributed to the availability of high-quality tea for the RTD Tea market. Additionally, Eastern Africa has a diverse population with different cultural and taste preferences. This has led to a wide variety of RTD Tea flavors being available in the market, catering to different consumer preferences.

Underlying macroeconomic factors: Several macroeconomic factors have contributed to the growth of the RTD Tea market in Eastern Africa. Economic growth in the region has led to an increase in disposable incomes, allowing consumers to spend more on discretionary items such as RTD Tea. Additionally, urbanization has played a role in the market's growth. As more people move to cities and lead busier lifestyles, the demand for convenient and ready-to-drink beverages like RTD Tea has increased. Furthermore, the growing middle class in Eastern Africa has led to a larger consumer base with higher purchasing power, driving the growth of the RTD Tea market.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.